Luxury, innovation, tranquility
Hyundai Premium Outlets, Seoul
Hyundai Department Store, adapting to the changing dynamics of retail and shifting consumer preferences, has launched a sophisticated rebranding campaign for its Premium Outlet in Songdo. This initiative goes beyond mere aesthetic updates; it represents a profound blend of Songdo's modern urbanity and tranquil living with Hyundai's brand story. The goal is to transform the Hyundai Premium Outlet from merely a shopping location to a reflection of Songdo's pioneering spirit, integrating it seamlessly into the daily lives of the community.
Open Lines, Open Doors
In the development of the wayfinding system for the Hyundai Outlet Store, we introduced a series of unique and characteristic pictograms. These pictograms, defined by their line shapes, stand out through their distinctive open character; lines begin and extend without fully closing. This design choice was intentional, serving as a metaphor for the Hyundai Outlet Store’s approach to retail and customer experience—open, accessible, and endlessly inviting.
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Photography
Nicole Marnati